How often have you used your phone to search online, only to abandon a mobile web page in frustration because it was loading too slowly? To combat this common problem, Google and Twitter created the AMP project in 2015 to improve page speed on mobile devices.

With mobile users surpassing desktop users all across the globe on search engines, there’s no doubt that mobile optimization and speed should be a primary focus for your website.

But how important are AMP pages? Well, not as important as they used to be. While you really have no need to use AMP pages in 2022, information about it is still worth mentioning. Read on as our team at Connective discusses the Google Accelerated Mobile Pages project, how it works, and what you need to know about using AMP in 2022 and beyond.

What Is AMP?

hand holding phone with loading screen

Since 2015, Accelerated Mobile Pages (AMP) has been a Google open-source project. It’s a framework component consisting of stripped-down code (AMP HTML) for creating AMP pages, including websites, AMP ads, emails, AMP stories, instant articles, and other content.

By creating AMP versions of pages and using them in combination, you can increase page speed on mobile devices, even on a slow internet connection. By 2018, mobile searches finally surpassed the 50% mark for global website traffic, and that number has climbed steadily in the years since.

While AMP is allegedly not a search engine optimization (SEO) or algorithmic ranking factor within Google search results, page-load time and responsive web design are both critical factors. However, that doesn’t necessarily mean you should adopt AMP framework within your website or landing pages.


The basis of the AMP project includes pared-down HTML code. AMP HTML is similar to standard HTML code, just with certain restrictions. Google also implemented AMP-specific tags to make a streamlined version of webpages that are faster and perform more reliably.

AMP JavaScript

JavaScript is highly susceptible to code bloat, which can drastically slow down websites that users are viewing on their mobile devices. AMP-Script manages resource loading and lets you develop and launch your own JavaScript code, which can sustain AMP’s faster performance. While it doesn’t allow third-party JavaScript, you can still integrate with popular ad networks and plugins like Google Analytics.

Google AMP Cache

The AMP Cache is a collection of validated AMP documents that anyone can use. It’s a content delivery network that gathers, caches, and implements performance enhancements on AMP documents. Google uses the cached version whenever possible to ensure that AMP loads faster on a mobile device than on a traditional website.

However, while cached web pages may provide a faster user experience, they only work if page visitors click on the actual AMP version of each page.

How Is AMP Used on Websites?

So, how does the AMP project work on mobile websites? Well, the stripped-down HTML code makes it easier and faster for browsers to load. Google designed AMP pages to eliminate the issues that commonly cause coding problems and slower page-load times. Most developers can create AMP versions in about a week or so.

The Different Ways an AMP Page Works

Read on for a list of how AMP works on mobile website pages:

  1. Determines size and position of external resource elements before downloading
  2. Executes AMP JavaScript asynchronously
  3. Prevents extension mechanics from blocking page rendering
  4. Curbs third-party JavaScript usage
  5. Only allows inline and size-bound CSS
  6. Limits layout and style recalculations
  7. Ensures efficient font optimization
  8. Uses GPU-accelerated animations and layers

Does AMP Boost Your Chance to Rank Higher on Google?

google search results page

Google has consistently claimed that AMP pages are not an algorithmic ranking factor for search results rankings. However, please remember that the speed at which users can view your website is an essential ranking factor.

If you’ve adopted AMP, you may see an increase in speed and overall page rank in the search engine results pages (SERPs). However, Google’s Core Web Vitals are now the most important factor for web admins (and have been since June 2021).

Will AMP Still Be Around in the Future?

Although AMP-enabled pages and other forms of AMP content (like web stories and AMP ads) may still be around in the future, they continue to decline in importance as time passes and more people build fast, responsive website structures with a mobile-first approach.

In May 2020, Google dumped the AMP badge and stopped placing priority on AMP pages in its “Top Stories” carousel. Now, the non-AMP version of web pages can rank in “Top Stories,” evening up the playing field.

Ultimately, this means there’s no significant difference between AMP pages and non-AMP pages in the SERPs, including mobile search results. In fact, implementing AMP pages isn’t really necessary if you build a lightning-fast, ultra-responsive website in the first place.

Are There Benefits to Using AMP Pages?

mouse cursor hovering over a link


Since its inception and launch, many web admins have wondered if it’s worth it to implement AMP within their websites. It may boost speed, but most feel the hassle of AMP pages outweighs the benefits.

If you’d like to see if your AMP pages loaded faster or provided a benefit to your overall SEO strategy and Google search page ranking, we recommend performing an AMP test that includes a month’s worth of pre-launch data and three months’ worth of post-launch data.

First, determine which key performance indicators (KPIs) you want to measure, like conversion rates. Then, analyze your data to gain critical insights and learn whether AMP benefits your website or is simply unnecessary infrastructure that you could do fine without.

Final Thoughts on Google’s Mobile AMP

So, what’s the final verdict? Should you consider implementing Google’s AMP within your website?

Well, maybe not so much. Implementing AMP may be a viable option for web admins who want to gain as many page views as possible. However, if your business relies on conversions, we recommend against adopting AMP.

You can learn more about Connective and how we can help your brand by filling out our online contact form to speak with one of our experienced web designers today.

Rodney Warner

Founder & CEO

As the Founder and CEO, he is the driving force behind the company’s vision, spearheading all sales and overseeing the marketing direction. His role encompasses generating big ideas, managing key accounts, and leading a dedicated team. His journey from a small town in Upstate New York to establishing a successful 7-figure marketing agency exemplifies his commitment to growth and excellence.

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